AI is a Creative Co-Pilot: Experts Share Advice For Creatives on Future Roles | D&AD Festival 2024

“Ride the dragon,” was one advice nugget offered by panellists to aspiring creatives concerned about job security in the face of AI. We’ll see new roles created, they elaborated - an expertise in how best to direct AI prompts will be a huge advantage. “If you can ask really good questions of AI, that’ll differentiate you. That allows you to get the most out of these technologies,” explains Daniel Hulme.
In this excerpt from D&AD Festival talk Changing Landscapes: Tech & Creativity, the panellists discuss AI as frictionless creative co-pilot, and its role in accelerating digital transformation. They ask: instead of thinking about AI as a form of output, how can we use AI to do something we haven’t done before. Might we use it “to preserve a language or get to the bottom of the sea?” wonders Nene Parsotam. A key takeaway? AI doesn’t remove the expertise of the person using it. AI is the tool; creatives hold the expertise - whether it’s about lighting, culture or community, the tool simply enhances it.
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